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Keywords: Opinion leadership
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Journal Articles
What drives café customers to spread eWOM?: Examining self-relevant value, quality value, and opinion leadership
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International Journal of Contemporary Hospitality Management (2015) 27 (2): 261–282.
Published: 16 March 2015
.... The moderating effect of consumer opinion leadership on the relationships between those drivers and eWOM intentions was also investigated. Practical implications – The results demonstrated that consumers’ self-construal value was a salient diver of eWOM intentions rather than service quality value itself...
